The New Codes of Luxury

The only longitudinal study of verified ultra-high-net-worth luxury consumers in existence from a media agency. Spanning three years, four markets, with one huge finding that changed the game - the Memory Makers, a cross-generational audience the category had been ignoring entirely while it sprinted toward Gen Z. That insight rebuilt Abercrombie & Kent’s audience strategy from the ground up, replacing demographic targeting with tribes, communities and the cultural calendar of affluent audiences, doubling ad recall and brand awareness, reaching 207,330 new people. It drove 36% Hermès fragrance growth against a 1.5% market. It lives inside Havas' Converged AI platform as live planning intelligence. The data is so potent that LVMH requested it be presented as part of their leadership learning agenda. The Luxury Communications Council, a group of 150 CMOs from the world’s leading luxury brands, made it the centrepiece of their annual leader's forum, with monthly thought leadership pieces keeping it in front of the industry’s most senior decision-makers year-round. The framework has extended into Bumble and Wolverine (non-typical Luxury brands) and has been used for a number of pitches including Emirates and Polestar. Vogue Business, WARC, Little Black Book and others have covered it regularly, and it has been presented at request at the IPA Insight Summit. This research has always been offered to clients and non-clients alike because it was built to give back to an industry that needed better intelligence. The New Codes of Luxury isn’t research that describes the luxury market, it moves it.